I just got the following email from Dan Kennedy and it has some great examples of what it takes to be a Recession Made Renegade Millionaire. One must not follow what the “Herd” is doing and do the opposite. If you are a dentist…do the opposite!
Frank Kern is a great example of a Renegade Millionaire and is in Dan Kennedy‘s platinum mastermind.
As you know, today many will romance their mates with chocolates, flowers and dinner. Kids in schools will exchange store bought cards. And people will send electronic greeting cards.
Much different than it was twenty years ago when people mailed letters and kids hand-made their valentines.
The other day USA Today wrote an article about how the U.S. Mail is changing as we know it. How more and more people are getting away from using mail and sending email instead.
Interestingly, the article happened to confirm what I’ve said all along…that there is no bigger bang for your buck than direct mail. While talking about using the mailbox as “an advertising channel” here’s what they had to say…”It’s an effective one; unlike commercial e-mail, almost two-thirds of Standard Mail is read or ”looked at.”
If you’re doing the math, that is a 66% open rate compared to the 10% or so open rate that is more commonly seen in email. (MailerMailer shows a range of 7.1% to 17.6%)
This is interesting because as you know from all advertising, the trend seems to be to follow “what’s hot” now. Right now, you hear a lot about social media and mobile marketing. And how email is the marketers best friend because the cost is so much lower as compared to sending out physical mail.
If you look closely you’ll see examples of “follow the herd” mentality within your own and other industries. For instance, the trend in the automobile industry has been to stretch out the length of the loans and lease payments so as to offer the lowest monthly payment.
But one expert showed me some fascinating analysis revealing how this works against the car dealer in terms of customer retention and repeat business.
I talked to a top car salesman I know who said that he made a point of showing customers 24, 36, 48 and 60 month schedules, including how much interest is paid in each case, so as to encourage the buyer to take the shortest term he can afford–because this gets the customer ready and able to trade-in for a new car earlier.
He also teaches his customers how to make small extra principal payments on their car loans, so they save money on interest and are able to trade-in quicker.
This is a great example of taking a look at the direction the herd is moving, then looking carefully in the opposite direction.
Same with “direct mail.” USA Today discussed the decline of the mail system–showing that everyone is moving away from using it, which in effect makes a strong case for why you should use it.
Talking about the “mail moment” when people collect, sort and open their mail, USA Today said that people ”love to receive mail” and then went on to describe why people love to get the mail.
One interviewee, Tamra Lindquist wrote, “To this day, I’m always a little hopeful when I open the mailbox!”
Rather than following the herd to quickly dismiss direct mail and write it off as a dying breed, it makes good sense to look carefully at every possible opportunity for you to use direct mail in your business.
When you match your market and your message and wisely invest in the right media (and not just what someone is pushing in your face nor following the ”latest trend”), you’ll differentiate yourself from your competitors, make your marketing message stand out from the pack, romance prospects, clients and customers into opening more of your marketing and create higher profits too.
For more great ideas for your business you will want to stick around and learn more about the Recession Made Renegade Millionaire.
Click Here To See My Renegade Millionaire bonus or my Recession Made Renegade Millionaire review.
